There's nothing worse than being caught off guard when someone
asks you about something you're supposed to know about--especially when you're
attempting to convince the other person to purchase it. Read up on what you're
selling before you make any sales call, so that you can answer all but the most
personal of questions.

2. Talking more than you listen

While it's important to market what you want to give your buyer,
not listening--or responding--to his or her questions and concerns is a huge
turn-off for any potential buyer. Make sure to pay attention to what your
customer says--selling is a two-way street.

3. Inability to turn product features into benefits

The main obstacle people have when grappling with whether or not
to purchase something is how the product will benefit them. Selling the
product's features as potential future benefits is something that will persuade
them to buy.

4. Divulging the price too early

Withholding a final price makes you appear less pushy and more
empathetic to the customer's needs. Hold onto the price until you have a firmer
grasp on the situation and the potential outcome.

5. Not customizing the presentation

Nothing ticks off potential buyers more than receiving a canned
presentation for a product that has nothing to do with their own unique needs.
Making the buyer into just another person to sell to reeks of
unprofessionalism.

6. Lack of eloquence or articulation

Even though it's not necessary to be the best speaker or writer
who ever lived, it's definitely important to demonstrate good speech and
impeccable grammar and spelling in your dealings with customers. Otherwise,
you'll give the impression that you don't care much about the product you're
selling--and if you don't, why should anyone else?

7. Leading a sales call with your product instead of your
customer

Although you're selling a product or service, it's really the
buyer that ultimately matters at the end of the day. Begin every sales call
with an understanding of your buyer's attitude and inclinations, not what
you're trying to get them to buy.